2004
Volume 41, Issue 1
  • ISSN: 1573-9775
  • E-ISSN: 2352-1236

Abstract

Abstract

Previous research has shown that the use of dialogues instead of monologues in radio narratives stimulates the imagination of listeners and increases involvement with the narratives (Rodero, 2012). To date, no research has investigated the effectiveness of dialogues versus monologues in radio commercials. The aim of the current study was to investigate the effect of the use of dialogues versus monologues in radio advertisements for different products on involvement with the advertisement, imagery, evaluation of the product, evaluation of the commercial, evaluation of the speaker, and purchase intention. In an experiment with a 2 (presentation method: dialogue, monologue) x 2 (product: shoes, instant coffee) between-subject design, 152 participants evaluated four radio advertisements. Findings showed that dialogues, compared to monologues, led to more lively and attractive radio commercials, a more positive attitude towards the product, a higher purchase intention and higher status of the speaker in the radio commercial. It can be concluded that the use of dialogues instead of monologues can have a positive effect on the effectiveness of radio commercials.

Loading

Article metrics loading...

/content/journals/10.5117/TVT2019.1.013.MEUR
2019-04-01
2021-10-15
Loading full text...

Full text loading...

/deliver/fulltext/15739775/41/1/13_TVT2019.1_MEUR.html?itemId=/content/journals/10.5117/TVT2019.1.013.MEUR&mimeType=html&fmt=ahah

References

  1. Adaval, R., & Wyer, R. S.(1998). The role of narratives in consumer information processing. Journal of Consumer Psychology, 7(3), 207-245.
    [Google Scholar]
  2. Ellen, P. S., & Bone, P. F.(1991). Measuring communication-evoked imagery processing. In R. H.Holman & M. R.Solomon (Eds.), Advances in Consumer Research (pp. 806-812). Provo, UT: Association for Consumer Research.
    [Google Scholar]
  3. Feingold, P. C., & Knapp, M. L.(1977). Anti-drug abuse commercials. Journal of Communication, 27(1), 20-28.
    [Google Scholar]
  4. Floor, J. M. G., & Van Raaij, W. F.(2000). Marketingcommunicatiestrategie. Leiden: Educatieve Partners Nederland.
    [Google Scholar]
  5. Fransen, M. L., Smit, E. G., & Verlegh, P. W.(2015). Strategies and motives for resistance to persuasion: An integrative framework. Frontiers in Psychology, 6, 1201.
    [Google Scholar]
  6. Hendriks, B., Van Meurs, F., & De Groot, E.(2017). The effects of degrees of Dutch accentedness in ELF and in French, German and Spanish. International Journal of Applied Linguistics, 27(1), 44-66.
    [Google Scholar]
  7. Hendriks, B., Van Meurs, F., & Van der Meij, E.(2015). Does a foreign accent sell? The effect of foreign accents in radio commercials for congruent and non-congruent products. Multilingua – Journal of Cross-Cultural and Interlanguage Communication, 34(1), 119-130.
    [Google Scholar]
  8. Hmensa, P. A.(2010). Radio advertising research: A triangular design perspective from an African context. Communication Journal of New Zealand, 11(1), 54-70.
    [Google Scholar]
  9. Hornikx, J., Van Meurs, F., & Hof, R.-J.(2013). The effectiveness of foreign-language display in advertising for congruent versus incongruent products. Journal of International Consumer Marketing, 25(3), 152-165.
    [Google Scholar]
  10. Hustinx, L., & De Wit, E.(2012). Kunnen levendige getuigenissen je achter de tralies doen belanden? Een experimenteel onderzoek naar het effect van levendig taalgebruik op oordelen over schuld bij leken en ‘experts’. Tijdschrift voor Taalbeheersing, 34(3), 213-228.
    [Google Scholar]
  11. Lalwani, A. K., Lwin, M., & Li, K. L.(2005). Consumer responses to English accent variations in advertising. Journal of Global Marketing, 18(3/4), 143-165.
    [Google Scholar]
  12. Laurent, G., & Kapferer, J.-N.(1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.
    [Google Scholar]
  13. Lee, D.(1992). Competing Discourses: Perspective and Ideology in Language. London: Routledge.
    [Google Scholar]
  14. Martín-Santana, J. D., Muela-Molina, C., Reinares-Lara, E., & Rodríguez-Guerra, M.(2015). Effectiveness of radio spokesperson’s gender, vocal pitch and accent and the use of music in radio advertising. BRQ Business Research Quarterly, 18(3), 143-160.
    [Google Scholar]
  15. Nationaal Luister Onderzoek
    Nationaal Luister Onderzoek. (2017). Radio luistercijfers oktober-november 2017. Zie radio.nl/i/814828/a_image/445/470/oktober-november2017.pdf
    [Google Scholar]
  16. Oakes, S.(2007). Evaluating empirical research into music in advertising: A congruity perspective. Journal of Advertising Research, 47(1), 38-50.
    [Google Scholar]
  17. Polyorat, K., Alden, D. L., & Kim, E. S.(2007). Impact of narrative versus factual print ad copy on product evaluation: The mediating role of ad message involvement. Psychology & Marketing, 24(6), 539-554.
    [Google Scholar]
  18. Quester, P., & Lin Lim, A.(2003). Product involvement/brand loyalty: Is there a link?Journal of Product & Brand Management, 12(1), 22-38.
    [Google Scholar]
  19. RAB
    RAB. (z.j.). Inzicht in het reclamebereik van radio; reclamebereik is (meer dan) mediumbereik. Zie www.rab.fm/onderzoek/bereiksonderzoek/nlo-reclamebereik/
    [Google Scholar]
  20. Rodero, E.(2012). Stimulating the imagination in a radio story: The role of presentation structure and the degree of involvement of the listener. Journal of Radio & Audio Media, 19(1), 45-60.
    [Google Scholar]
  21. Rodero, E., Larrea, O., & Vázquez, M.(2012). Male and female voices in commercials: Analysis of effectiveness, adequacy for the product, attention and recall. Sex Roles, 68(5-6), 349-362.
    [Google Scholar]
  22. Schlosser, A. E.(2003). Experiencing products in the virtual world: The role of goal and imagery in influencing attitudes versus purchase intentions. Journal of Consumer Research, 30(2), 184-198.
    [Google Scholar]
  23. Spoelders, S., & Claes, R.(2006). Creative advertisements for the Cinderella medium: The case of Flanders, Belgium. Journal of Radio Studies, 13(1), 68-88.
    [Google Scholar]
  24. Sussex, R.(1989). The Americanisation of Australian English: Prestige models in the media In P.Collins & D.Blair (Eds.), Australian English: The Language of a New Society (pp. 158-170). Cambridge: Cambridge University Press.
    [Google Scholar]
  25. Van As, J.(2000). Effectiviteit van radioreclame: Een literatuurstudie naar de effectiviteit van radioreclame en de factoren die deze effectiviteit beïnvloeden. Amsterdam: SWOCC.
    [Google Scholar]
  26. Van Meurs, F., Korzilius, H., & Hermans, J.(2004). The influence of the use of English in Dutch job advertisements: An experimental study into the effects on text evaluation, on attitudes towards the organization and the job, and on comprehension. ESP Across Cultures, 1(1), 93-110.
    [Google Scholar]
  27. Wahl, S.(2014). The contribution of language to multimodal storytelling in commercials. In A.Mariorani & C.Christie (Eds.), Multimodal Epistemologies: Towards an Integrated Framework (pp. 245-259). London: Routledge.
    [Google Scholar]
  28. West, B.(1999). Funny you should say that: Five rules for writing radio dialogue. Zie adage.com/article/news/funny-rules-writing-radio-dialogue/92968/
    [Google Scholar]
  29. Whipple, T. W., & McManamon, M. K.(2002). Implications of using male and female voices in commercials: An exploratory study. Journal of Advertising, 31(2), 79-91.
    [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.5117/TVT2019.1.013.MEUR
Loading
/content/journals/10.5117/TVT2019.1.013.MEUR
Loading

Data & Media loading...

  • Article Type: Research Article
Keyword(s): attitude; dialogue; monologue; persuasion; radio commercials
This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error